DoubleMake is an apparel outlet that specializes in clothing and accessories designed for two or more different types of use (convertible pants/shorts, bags/hats, dresses/skirts/blouses, all-season coats, etc.). As a non-conventional approach to apparel, convertible clothing can be at once flexible, stylish, and mystifying?as well as potentially cost-effective. Promotional efforts for DoubleMake emphasized the quirkiness and imaginative character of the brand through an urban environmental campaign. Viewers were encouraged to consider how everyday objects, such as yardsticks or pots and pans, could take on a second, more imaginative function.